B2B

A cheap lead is not a result

Cost per lead is the easiest marketing number to improve and the easiest to improve in a way that costs money. Loosen the targeting, shorten the form, promise something vague, and the number falls while the business gets worse. The only defensible target is what sales actually closed, and reaching it requires the CRM to send that outcome back to the ad platforms.

Until that loop exists, every optimisation is a guess, and the platform's automated bidding is guessing along with it.

Where the waste lives

• Search terms nobody reviewed. Service categories attract job seekers, students, competitors and people looking for free advice. The negative list is maintained on a schedule, not when someone notices.
• Forms that collect instead of qualify. One well-chosen question removes more bad leads than any targeting change, at the cost of a conversion rate nobody should have been protecting.
• Response time. The most reliable improvement in this category is usually not a campaign change at all. It is calling people back the same hour.

Channels

Search is the core: the intent is explicit and the buyer is already looking. Paid social works for categories with a recognisable trigger event and struggles where the need is occasional and unpredictable. Organic matters more here than the budget usually reflects, because service buyers compare providers and read before they call — and the page that answered their question first is the one they call.

What you get

Lead volume reported alongside lead quality, a documented definition of a qualified lead agreed with your sales team, and a straight answer when the problem is downstream of us.